Marketing to Kids - US - April 2015
"Today's kids are the true digital natives; they do not remember a time without smartphones and constant connectivity. Modern kids can be difficult to impress and even more difficult to captivate."
Lauren Bonetto, Lifestyle & Leisure Analyst
This report covers the following areas:
- How kids watch TV and use the internet
In 2015, there are an estimated 24.7 million kids aged 6-11 in the US. Though they represent a small percentage of the population, their buying power is significant, as their preferences are often considered in their parents’ purchasing decisions. Marketing to kids is often tricky as brands must win the approval of both kids and their parents. However, resonating with kids is not only important due to the tremendous buying power they hold now, but also because they are the shoppers of the future.
Though Millennials are often referred to as “digital natives” – modern kids are the true natives. Unlike Millennials, who have adapted to and embraced emerging technologies, today’s kids do not remember a time without smartphones and constant connectivity. The fast-paced, high-tech world they were born into means that kids have little patience for slow, unresponsive, or unpersonalized service and that they expect access to everything, at all times, and in all places. Modern kids can be difficult to impress and even more difficult to captivate.
Despite their “digital native” status, today’s kids share traits with the generations that came before them. They still enjoy playing with toys, seek their parents’ approval, and want to be well liked by their peers. These “shoppers of tomorrow” are developing their individual preferences and personalities and are strongly influenced by their parents, peers, and other prominent figures in their lives.
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